by Jason Doucette on November 5, 2011 · 0 comments
Here’s a great infographic from Blackbaud, one of the leaders in nonprofit fundraising and communications software, who gathered some impressive stats from their user base. Key insights: online donors are younger, have higher incomes, and give more initially and over time than offline donors. The bad news? Online is only 10% of current donation revenue. The good news? Online giving increased 34.5% in 2010. But the kicker? Combining online and offline marketing to the same donor base increased revenues threefold. Read more here.
Several gems from email marketing company ExactTarget, including the fact that not only are we generally obsessed with email (duh,) a shocking 93% of US online consumers are subscribed to at least one mailing list (and when you consider that 5% of US online consumers are somehow not using email at all, that’s pretty much everyone in the target demographic!)
While many of these email subscriptions are probably not corporate or marketing-related, I believe this is proof that opt-in newsletters with valuable content have gone from rare gems to something consumers have come to expect. Do you have a regular relationship-building email campaign with your customers and prospects? Check out the full report [PDF] for more tips on how to keep them engaged, both on email and via Facebook.
According to Ipsos Reid, 49% of online Canadians say their views of products and brands are influenced by recommendations of those in their social network. In addition, 48% of those with a social network profile like or follow at least one brand or company.
But it’s not forever. While a lot of the work is done after the effort is spent getting the consumer to click the like or follow buttons, in that their friends will see the recommendation in various places online, 28% of online Canadians with a profile have removed the like or follow, typically citing a loss of interest.
These numbers skew to the younger crowd, as usual, with about a 2 to 1 ratio for both the follows and unfollows when you contrast the 18-34 set with the over 55s.
Action step: what are you doing to engage your fans once you’ve gotten their recommendation? Are you keeping them happy, engaged, and hopefully entertained, or are you robo-posting meaningless crap, if you’re posting anything at all? How are you nurturing your relationship with your fans?
